Treasured Brew of the Cave Chinese Baijiu Packaging by Tiger Pan |
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| DESIGN NAME: Treasured Brew of the Cave PRIMARY FUNCTION: Chinese Baijiu Packaging INSPIRATION: Treasured Brew of the Cave Known widely, the previous designer now ages 97. His design has been a classic for the past 4 decades, causing a dilemma for brand owners to carry out anything new. We chose to keep the original shape of the bottle, whose neck is rounded with rope, yet material is changed from porcelain to glass. Drawn in ancient Chinese way, a mountain is carved on the bottom to elaborate visually the concept of cave storage. Chinese Miao Minority has been storing alcohol in that way for a long time. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Dongzang is a special storage method in Chinese baijiu. The distilled high-quality baijiu is stored in the Miao cave of Wenrun Supermarket for a long time before bottling. The sack bottle shape of JiuguiJiu has a strong impression in China. Our challenge here is to retain the important characteristics of sack bottles while conforming to contemporary aesthetics, surpassing consumer expectations. OPERATION / FLOW / INTERACTION: How to save consumer's effort to look for an ideal product is the key challenge of this case. A distinctive symbol, a bright color, an explicit layout of info and a unitive serial system of package will help Wellmind to solve the problem, where consumers are able to recognize and pick up the products from far away.While it is deeply rooted in the hearts of the people, it also makes it difficult for new changes. Today, the brand image of JiuGuiJiu needs to be presented to consumers in a contemporary aesthetic. The upgrade of the sack bottles is particularly important. PROJECT DURATION AND LOCATION: The project was done within 3 months. The design is finished in Shenzhen, production in Xiangxi City, Hunan Province. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: The glass material will differentiate the wine from its competitive brands, who are normally packed in ceramics. Bottled in glass, the gloss and texture is upgraded on the surface. Drawn in ancient Chinese way, a mountain is carved on the bottom to elaborate visually the concept of cave storage. Chinese Miao Minority has been storing alcohol in that way for a long time. With two emphases highlighted, the bottle is left clean and transparent, with the number 6 embedded. SPECIFICATIONS / TECHNICAL PROPERTIES: Bottle size: Width98mm x Depth98mm x Height195mm Wine box size: Width135mm x Depth135mm x Height300mm TAGS: Chinese Baijiu, Embossment, Bottle, High End, Tiger Pan RESEARCH ABSTRACT: While it is deeply rooted in the hearts of the people, it also makes it difficult for new changes. Today, the brand image of JiuGuiJiu needs to be presented to consumers in a contemporary aesthetic. The upgrade of the sack bottles is particularly important. CHALLENGE: With two emphases highlighted, the bottle is left clean and transparent, with the number 6 embedded. ADDED DATE: 2021-09-27 07:12:56 TEAM MEMBERS (5) : Creative Director: Tiger Pan, Graphic Design: Qian Chi, Image Editing: Juanjuan Wu, Image Editing: Sijia Liu and Technical Direction: Zhangkun Xie IMAGE CREDITS: Image #No 1: Photographer Juanjuan Wu Image #No 2: Photographer Juanjuan Wu Image #No 3: Photographer Juanjuan Wu Image #No 4: Photographer Juanjuan Wu Image #No 5: Photographer Juanjuan Wu |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: JIUGUI LIQUOR CO., LTD PROFILE: Dongzang is a special storage method in Chinese baijiu. The distilled high-quality baijiu is stored in the Miao cave of Wenrun Supermarket for a long time before bottling. |
| AWARD DETAILS | |
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Treasured Brew of The Cave Chinese Baijiu Packaging by Tiger Pan is Winner in Packaging Design Category, 2021 - 2022.· Press Members: Login or Register to request an exclusive interview with Tiger Pan. · Click here to register inorder to view the profile and other works by Tiger Pan. |
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